1. DUCARMOIS Baptiste
January 2013
English Presentation
The viral marketing
Van Nitsen Charlotte
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2. DUCARMOIS Baptiste
January 2013
Sommaire
Definition ............................................................................................................................................. 3
Introduction......................................................................................................................................... 3
How does it work? ............................................................................................................................... 3
Objectives and inconvenances ............................................................................................................ 4
Steps for a good viral campaign .......................................................................................................... 5
Make it simple ................................................................................................................................. 5
Make it relevant .............................................................................................................................. 5
Create sales opportunities .............................................................................................................. 5
Use the right technology ................................................................................................................. 5
Reflect the brand ............................................................................................................................. 5
Word of mouse ................................................................................................................................ 6
Reward the user .............................................................................................................................. 6
Questions............................................................................................................................................. 9
Sources ................................................................................................................................................ 9
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3. DUCARMOIS Baptiste
January 2013
Definition
“Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing
techniques that use pre-existing social networking services and other technologies to produce
increases in brand awareness or to achieve other marketing objectives (such as product sales)
through self-replicating viral processes, analogous to the spread of viruses or computer viruses (cf.
Internet memes and memetics). It can be delivered by word of mouth or enhanced by the network
effects of the Internet and mobile networks”1
Introduction
« Viral » marketing is a reference to the word « Virus », because information grows as fast as a virus.
Since the internet development, high speed internet became cheaper. With web 2.0, this new
phenomenon is growing pretty fast.
Nowadays, distrust regarding advertising increases. One of the interests of buzz marketing is the
recommendation of a friend or family, because it takes more and more importance in the final
buying decision process.
How does it work?
Viral marketing must be dynamic. It needs that customers want to answer, click, and share
your message.2
Examples :
e-mailing campains
Games and contests
Blogs, informative websites,…
Provide discounts
E-cards
1
Howard, Theresa (2005-06-23). "USAToday: Viral advertising spreads through marketing plans".
USA Today. Retrieved 2010-05-27. June 23, 2005, 2005
2
Le Journal du Management (2003), Lancement produit : La fièvre du marketing viral, Le
Journal du Net 2003.
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4. DUCARMOIS Baptiste
January 2013
Objectives and inconvenances
The main objective of viral marketing is, of course, to attract new customers. It should also help with
the E-reputation, if the campaign is well done… Buzz marketing can also be dangerous. You could
totally miss your objectives and create a wrong buzz. If you are not careful, a buzz could happen
before you understand why and how it happened.
“La Redoute” – January 2013
La Redoute published a picture of
children on the beach. That looks
classic, but if you look behind the
children, you will see a man standing
on the right, totally nude. You can
easily imagine how bad the
unwanted buzz was.
The way the direction of the
company turns it to something good
is incredible and shows how a bad
buzz can be turn to a good one.
They asked their customers to help
them finding mistakes hidden into
their catalogs, as “we found a lot!
You could help us, we will give a
present to every first to find”
Customers could also alter the main message, just for fun or to create the bad buzz (from a
competitor company). The marketers should be careful about commercial laws, even if a viral
marketing campaign should not be legally dangerous, some campaigns could touch the personal data
rules.
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5. DUCARMOIS Baptiste
January 2013
Steps for a good viral campaign
Make it simple
You should explain the campaign in less than 10 seconds, because people don’t want to read lot of
instructions. You also have to know what kind of viral marketing campaign you want to develop. So
make it simple, short, and clear!
Make it relevant
The campaign must appeal to the vast majority of people to make a successful
viral campaign. For example, a funny or sexy content has the fastest viral
development because it reflects very well on the target.
The success will mostly depend on the quality of the initial execution and the
way used to spread it.
Create sales opportunities
Even if you made the best viral campaign ever, if people didn't get what you sell or even who you
are, you won't earn any money! The first goal of a marketing campaign is to make money by
increasing selling. Don’t forget to leave a voucher and/or links to your products.
Use the right technology
The technology used behind the campaign need to be strong to support the viral spread. You need to
use small file sizes, dedicated servers,... If you don't have as bandwidth as required to continue, your
whole campaign could be missed. You need to ensure you can manage the virus spread even if it is a
worldwide success.
You also need to choose how you want to spread your message. Emailing campaign? Blogs? It’s up to
you!
Reflect the brand
The main problem with most campaigns is people remember the message, but they can't tell you
which brand created it. Your company must be easy to recognize, and the main message has to fit to
the brand's values. You should also pay attention to your previously used messages, because the new
one needs to go to the same direction.
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6. DUCARMOIS Baptiste
January 2013
Word of mouse
The existing potential in message exposure can far exceed possibilities offered by commercial media
channels with the same budget. The word of mouse is one of the most interressant point of viral
marketing. Without spending an euro, your message could reach the other side of the planet. It's also
interresting to see how it can help people to approve a brand by like-minded consumers. The brand
could receive a certain credibility from the target audience.
Reward the user
People are interested if they can win something, or even receive a reduction or a voucher from their
participations. They have to get some form of reward. Customers will receive a high motivation value
due to the benefits they would receive.
Top 10 campaigns
Here is a list of the 10 best viral marketing campaigns ever made. The order is totally objective. It’s
up to you to choose your favorites!
10) Nike: Touch of Gold
http://www.youtube.com/watch?v=i_JS1YG8H2c
Nike made this ad with Ronaldinho Gaucho, one of the biggest football stars from the last decade,
and even from all time. The video shows him receiving a new pair of shoes. Then, he just spends 2
minutes to see if it fits. As the few 25 million people saw this video, I would say it fits pretty well to
him! The genius of this video is you can’t really know if he really does what he seems to do. The viral
effect coming after is impressive.
9) Getty Images: From Love To Bingo
http://www.youtube.com/watch?v=E7xc7J8bdsU
This ad is kind of original. It’s not a movie, but only pictures, 873 exactly, in under a minute. It shows
an entire story, within a line of dialog. Good job from Getty Images specialized in high quality
pictures.
8) Toyota : The new Corolla
http://www.youtube.com/watch?v=dZfkSAQWz9E
Cat haters should love this 90 seconds spot! You will see a fat cat trying to find a way to ride the
brand new Corolla. And it worked…
7) Quicksilver: Dynamite Surfing
http://www.youtube.com/watch?v=JR_naKxLEPc
Even if we know those guys are actors and professionals, even if we know the area is safe, this video
has spread faster than others. It takes no more than a month to reach the 10 million views! Let's be
honest, even if we are not surf addicted: that's impressive!
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7. DUCARMOIS Baptiste
January 2013
6) Transports for London: Do the test
http://www.youtube.com/watch?v=Ahg6qcgoay4
This is one of the best campaigns of 2008, not only referring to viral ones. Just less than 4 million
people have viewed this video in the first 3 months. It made a world buzz even if it’s been made for
English people, and more precisely for Londoners. It tests yourself and your senses. The effect is
most people don’t see the bear on the first view, so they then want to share it and know if friends
saw it!
5) Taxbrain.com : stolen Nascar
http://www.youtube.com/watch?v=ni-JFeDYBWg
The Taxbrain’s marketers have to be inventive, as promoting a website about taxes is not easy. I
think we can say that one is pretty original, and creative! The video should help to understand how
well done the job was. The name and logo of the brand is nearly always on the screen, as we saw on
“steps for a good viral campaign”. The idea of a “stolen Nascar” is pure genius for the American
market. As evidence, the brand is very popular in the US after that run and the first million of views
was reached in a few days.
4) Tresher: 40% voucher
We are in 2006, a bit before Christmas. It’s shopping time for
most families. “Le Champagne” is a must have for Christmas and
New Year Evening. That’s why Tresher’s executives had the idea –
or not – to share that voucher of worth 40% on all wines and
Champagnes. The spokesperson said:
“It was never intended to get this big. The company admits it is
slightly concerned about the popularity of the offer. We are waiting with bated breath… Early next
week, we should get the figures for what level of business we have seen this week and over the
weekend. This is a better offer than normal and it could end up hitting our profit margins.”
We can imagine that they still made a huge benefit and even more, with the publicity resulting of this
voucher! The company’s margins are increasing each year.
3) Burger King: subservient chicken
http://www.subservientchicken.com/pre_bk_skinned.swf
The subservient chicken from Burger King is maybe not the funniest or the smartest of the viral
campaign, but the way it succeeds is undeniable, with over 46 million views in less than a week! It is
not a world record, but it deserves a place on the podium. The concept is simple: on a website, you
can ask a chicken to do “(nearly) whatever you want him to do.
This nod to adult cam sites is a part of an integrated campaign
for their new TenderCrisp chicken sandwish. They tried to touch
the 18-30 mans, because this audience is not looking at TV
anymore, or even less than computers. That was a success!
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8. DUCARMOIS Baptiste
January 2013
2) Cadbury: Gorilla advert
http://www.youtube.com/watch?v=TnzFRV1LwIo
Another example of how an amazing advert can get millions views thanks to the web comes in the
form of a gorilla playing the drums for Cadbury’s chocolates. This advertisement is the centerpiece of
a 6.2 million pounds campaign.
1)Hotmail – the real viral marketing pioneer
That could surprise most of us, but Hotmail is the king of viral marketing. The technique is still used in
the present, but it’s too late! Let’s have a look at the job they did!
In 1996, when Caramail was the most used “social media”, Hotmail had no more than 500.000 users.
One year later, the famous mailbox had more than 12 million users! How is it possible?
It’s simple: every email sent with hotmail included a small add for hotmail in the bottom of the mail.
Users saw their friends active on Hotmail, and created an account. It took no more than 3 minutes to
create it, which was impressive 15 years ago. That’s how most of us have created an Hotmail account
without even knowing what it is or means.
Badoo is still doing a marketing of that kind, as you may sometimes receive emails with “X and Y,
your friends, are waiting for you at Baddo.com.” or “you have a few personal messages from your
friends waiting for you at Badoo!”. The
problem is users are now more
prepared to this kind of add, and the
fear of a virus is never far.
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9. DUCARMOIS Baptiste
January 2013
Questions
1) What is the main objective of viral marketing ?
2) How many steps are required in viral marketing process?
3) Give an example of bad buzz turned into good buzz
a) Find new customers, take care of E-reputation
b) Seven
c) La Redoute
Sources
www.e-marketing.fr/Thematique/Strategies-1001/Dossiers/Marketing-viral-et-buzz
http://www.abc-netmarketing.com/Les-risques-et-limites-du.html
http://fr.wikipedia.org/wiki/Marketing_viral
http://en.wikipedia.org/wiki/Viral_marketing
http://www.branded3.com/blogs/the-top-10-viral-marketing-campaigns-of-all-time/
http://en.wikipedia.org/wiki/Gorilla_%28advertisement%29
http://www.abc-netmarketing.com/Les-risques-et-limites-du.html
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